This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future. View Summary

This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.

Multinational food companies need to think global and act local, as food is rooted in demography, local cultures, religion, location and economy.

Having made the mistake in the past of assuming their products would sell automatically, multinationals must now gain a true understanding of these local values and provide for them if they are to succeed.

Brands should avoid imposing western cultural concepts, look tot he unorganised market, carefully consider which markets to enter, be attractive to value-conscious consumers and co-opt local favourites.

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Hungry for familiar foods: Packaging local food ideas offers MNCs in India the opportunity to unlock new sources of revenue and reach new audiences

This article sets out five principles for international companies wanting to create a successful food brand in India. View Summary

This article sets out five principles for international companies wanting to create a successful food brand in India.

Few western companies manage to create a uniquely Indian brand that is culturally specific to India, instead merely tinkering with their own food constructs, seeing India as a single large market or targeting the more affluent buyers that resemble western consumers.

Food is inherently rooted in local culture, both in the way it is prepared and consumed - don't impose a western cultural construct.

The real competition in the food category is home-made food or local, unbranded players because organised retail only serves a small section of the population.

Less affluent consumers can be targeted with "access brands" that offer similar benefits to premium international brands but at an affordable price.

India's diverse food culture allows for opportunities to co-opt and package popular local products.

3

Learning to be local: the global FMCG brands delivering growth in and from Asia

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Virginia Garavaglia, Warc Exclusive, May 2014

This article describes the changing Asian FMCG market (particularly China) and how economic and lifestyle changes are creating new consumer needs, how local brands are fulfilling these needs, and how global brands can make the most of this lucrative market. View Summary

This article describes the changing Asian FMCG market (particularly China) and how economic and lifestyle changes are creating new consumer needs, how local brands are fulfilling these needs, and how global brands can make the most of this lucrative market.

Local brands are currently gaining more growth in Asia than global brands, capturing 69% of shopper purchase decisions.

Localisation is prime, with successful Asian brands quickly responding to local needs for flavours, scents and benefits.

Premiumisation and convenience are big selling points as Asian consumers become cash-rich but time-poor, and more women enter the workforce.

Global brands can meet the needs of Asian consumers through collaboration with local brands or product co-creation with consumers.

Data on the 10 most chosen brands across Asia and in the Chinese market are given, with Colgate most popular across Asia and Master Kong most popular in China.

This event report discusses how Nestlé, the world's biggest food and beverage manufacturer, is seeking to become the leading FMCG brand in the digital and social media space. View Summary

This event report discusses how Nestlé, the world's biggest food and beverage manufacturer, is seeking to become the leading FMCG brand in the digital and social media space. There are currently three main pillars to its approach: embracing the fundamentals (as exemplified by translating the company's philosophy of "Brand building the Nestlé way" to fit the new media space); external focus and innovation (demonstrated by setting up an innovation unit in Silicon Valley to form partnerships with start-ups); and rapid scaling and collaboration (including building an in-house social network to spread best practice across its international operations).

Western governments have invested heavily in campaigns to encourage healthier eating, but worsening obesity levels suggest the message is not getting across. View Summary

Western governments have invested heavily in campaigns to encourage healthier eating, but worsening obesity levels suggest the message is not getting across. Research from the University of Cambridge's Behaviour and Health Research Unit could have revolutionary implications for the marketing of healthier foods. The study found that a test group given a food product labelled 'tasty' and 'indulgent' reported higher and longer lasting levels of satisfaction than another group given the same product, but labelled 'healthy' and 'low calorie'. The implication is that marketing foods as light or healthy may be counterproductive in the battle against obesity.

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Home cooking and eating habits: Global survey strategic analysis

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Euromonitor Strategy Briefings, April 2012

Home Cooking and Eating Habits: Global Survey’ notes that lunch is eaten regularly worldwide, but there is considerable variation in breakfast, dinner and snacking patterns. View Summary

Home Cooking and Eating Habits: Global Survey’ notes that lunch is eaten regularly worldwide, but there is considerable variation in breakfast, dinner and snacking patterns. National trends are driven by culture, lifestyles, working hours, and women working. Most people still cook at home on a regular basis, using ready meals occasionally. Convenience and affordability drive purchase of ready meals. Opportunities include growing demand for convenience foods, snacks, cooking sauces, and single-portion food items. Manufacturers should address concerns about health, e.g. lowering fat and sodium; and respond to the demand for Western products in emerging markets and ethnic products in the West.

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Applying the models across sectors, budgets and objectives: New models of marketing effectiveness

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, provides practical insights into applying the models it discusses to different business tasks; for a given objective, sector or business challenge, it asks which model is the one most likely to deliver results? Financial advertisers make much more use of advertising-led integration. View Summary

This chapter of the IPA's Datamine report, New Models of Marketing Effectiveness, provides practical insights into applying the models it discusses to different business tasks; for a given objective, sector or business challenge, it asks which model is the one most likely to deliver results? Financial advertisers make much more use of advertising-led integration. No integration is relatively most common among telecoms advertisers. Brand idea-led orchestration is disproportionately popular among non-food FMCG advertisers. While participation-led orchestration is not common in any large group, it is more prevalent among smaller budgets but also within service sectors such as telecoms. Overall, non-integrated campaigns, or ones that use just one medium, are surprisingly effective, whereas more participatory campaigns generally pack less of a hard punch.

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Intimate and intimidating: understanding trends and patterns in food and eating culture

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation. View Summary

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation. Attitudes to food and detailed eating habits were investigated in seven countries (six in Europe plus US). Depth interviews and internet diaries were involved. The psychological significance of specific eating habits was explored. The cultural contexts were found to differ between countries. In Spain, Italy and Poland, family eating is still an ideal and gives rise to a tension with the fragmented modern lifestyles now dominant in the US, France, UK and Germany. Also, food habits are becoming more fragmented with lifestyles and individuals are increasingly intimidated by food and torn between the demands of aesthetics and indulgence. Marketers and products need to address the specific situations in which different functions are demanded from food.